Integrating with OpenX Ad Exchange

Last updated January 16, 2019

If you are a new OpenX Demand PartnerA company which purchases ad inventory on OpenX Ad Exchange., use this page to plan, optimize, and launch your integration.

Integrating with OpenX Ad Exchange involves the following steps:

  1. Meet technical requirements for bidding.
  2. Meet ad quality (AQ) requirements.
  3. Enhance your integration with features, optimizations, and buying options, based on your needs:
  4. Test and launch your integration.

Technical requirements for bidding

The primary prerequisite is to develop a bidding implementation based on OpenRTB, the protocol that OpenX uses to manage auctions with Demand Partners. If you have an existing implementation that is compatible with the IAB's OpenRTB 2.5 specification, then you will need to make some minor customizations.

Make sure you meet the following OpenX technical requirements for receiving bid requests and sending bid responses.

Requirement Purpose

Pass winning price macro and decrypt winning price

The winning price macroFor OpenX, a command enclosed in curly braces {} that dynamically inserts attributes into your HTML or third-party ad creatives and click-through URLs when OpenX serves an ad. Other macros, like from your video player, may have alternate formatting. enables OpenX can track impressions and spend. OpenX substitutes the macro with the winning price of a given auction. OpenX passes back the winning price as unpadded, web-safe encoding. You must decrypt the price to be able to view it.

Pass Buyer ID

The buyerA company that pays a demand partner to purchase ad inventory on OpenX Ad Exchange. ID is important for ad qualitySettings that control the types of ads that can display on your inventory. monitoring and Programmatic Direct use.

Pass Creative ID (CRID)

You must pass a CRID for every unique creativeThe media asset associated with an ad, such as an image or video file. for consistent auditing.

Pass click macro

You must implement at least one click macro, so that OpenX can track clicks for your ads and understand publisherAn account type that represents a business with ad space to sell. and marketplace performance.

Synchronize user data

For OpenX to pass your user ID in bid requests, you must begin matching your cookied user IDs to those of OpenX Ad Exchange.

Pass adomain value or bundle ID

OpenX uses these values to determine the brandA name that represents the product or service being advertised, such as Tide. for each bid responseAfter evaluating a bid request, a real-time bidder’s communication to OpenX Ad Exchange, indicating if they’re interested in the impression, and if so, how much they’re willing to pay for it..

Ad quality (AQ) requirements

Make sure your ad content complies with OpenX quality standards and that your integration enables enforcement of those standards.

Requirement Purpose

Respect blocked categories

Recognizing blocked categories in a bid requestWhen OpenX Ad Exchange receives an ad request, it sends a communication containing details about the impression to selected real-time bidders to solicit bids for it. ensures that you do not attempt to submit ads that a publisher does not accept.

Ensure ads are non-rotating

Rotating ads can cause technical problems on publisher pages as well as performance tracking issues.

Whitelist AQ scanner IP address

OpenX regularly scans creatives to ensure they adhere to ad quality standards.

Identify AQ Scanner impressions

By distinguishing AQ scanner impressions, you avoid counting them as valid impressions, which could cause impressionA single display of an ad on a web page, mobile app, or other delivery medium. For deals, impression is a metric to relay the total number of ads that have served. See also billable impression, forecasted impressions. and spend discrepancies.

Comply with OpenX Exchange Demand Policies

By understanding, and complying with, ad policies, you ensure that you are submitting acceptable ad content.

Inventory formats and screens

Target any screen or format according to your needs and objectives. Contact your Platform Development Manager (PDM) for guidance or to enable any of these features:

InventoryAd space available on a website or app. The basic unit of inventory for OpenX is an ad unit. format Description

Mobile app

If you want to target mobile appSynonymous with mobile. Refers to the use of an app via a mobile device, specifically to differentiate from mobile web. inventory, know the OpenRTB fields that identify it.

Video

If you want to target video inventory, know the OpenRTB fields that identify it.

Opt-in video

Opt-in videoA type of linear video ad or ad unit associated with mobile apps. A user opts into watching a full-screen, non-skippable video ad in exchange for a non-liquid, in-app reward after viewing the entire ad. Examples of rewards are: access to premium content or features, an extra life, continued play, a coupon, a discount code, or something else without monetary value. Opt-in video is also known as rewarded video and is not the same as incentivized video. motivates users to watch full-screen, non-skippable video ads within a mobile app by giving them a reward in exchange for their attention and time. The option to include an end cardAn optional, clickable, display or rich media creative that appears after completion of a mobile opt-in video ad and encourages viewers to take a specific action (call to action) to explore the advertiser's content, for example, to install an app. display ad provides a clear call to action for the user.

Rich media

Unlike traditional mobile ad banners, rich mediaAd technology that features more refined images as well as audio and video in the ad. Rich media ads frequently allow visitors to interact with a banner without leaving the page on which it appears (for example, movie ads that expand and play a trailer on the host page). ads offer various ways of encouraging users to interact and engage with the content.

Bidding optimizations

Consider using the following methods to improve your bidding efficiency. Contact your PDM for guidance or to enable any of these features:

Optimization Description

Multi-size bid requests

By consolidating multiple ad sizes for a single impression opportunity into a single bid request, you can improve QPSQueries per second, a measurement of bid request traffic volume. Higher QPS corresponds to more bid requests. Demand Partners can set QPS limits for RTB endpoints and traffic sets, depending on endpoint server capacity and how much traffic they want to receive. efficiency.

Loss notifications

Real-time notifications tell you why you lost an auction. This can be helpful in ensuring better results in future auctions.

Compressed bid requests/responses

By compressing bid requests and responses, you can reduce network bandwidth usage.

Traffic insights

Increase your understanding of inventory quality and bidding mechanics. Contact your PDM for guidance or to enable any of these features:

Feature or optimization Description

Receive viewability score for inventory

ViewabilityOpenX uses the Media Ratings Council (MRC) definition unless otherwise noted. According to the MRC, display ads are considered viewable if 50% of their pixels are in view for a minimum of one second, two seconds for video. This applies to both desktop and mobile environments. However, in some situations, you may be able to set your own definition. scores can help you determine the value of the placements and inform your bidding strategies. Once enabled by your PDM, you can receive viewability scores in bid requests from OpenX via the OpenRTB metric object.

Identify first-price auctions

Adopt signals for first-price auctions passed in bid requests to better inform your bidding logic.

Programmatic Direct

Programmatic Direct deals enable you to contract directly with leading publishers for access to high-quality inventory. To enable this feature, contact your PDM.

Launching your integration

Take the following steps to prepare, test, and launch your integration.

Milestone Description
Perform sandbox test

Confirms that bid responses can be properly parsed when at least one bid is submitted and when no bid is submitted.

Set up RTB endpoint

Before creating traffic sets, you must set up at least one RTBReal-time bidding, auctioning online inventory within an ad exchange. Buyers bid for the impression based on the value of the user, whereas the seller sets pricing floors and awards the impression to the highest bidder. The auction process takes place in milliseconds, which is why the process is referred to as “real-time.” endpoint, which is a location in your network that connects to the OpenX Ad Exchange and receive bid requests.

Create traffic sets

Use Traffic Shaper to control the content and flow of your bid request traffic, allowing you to maximize your spend on the most desirable inventory for your campaigns.

Bid on limited volume

Work with the Platform Demand Team to verify that your integration works properly with a limited amount of traffic.

Scale volume

Work with the Platform Demand Manager and technical contacts, to scale your volume and monitor performance aspects such as timeouts, error rates and impression/spend discrepancies.

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